Best Use of Insight

The Unbearable Home is a window into a shocking reality that ensures dermatologists walk away ready to demand change in hidradenitis suppurativa (HS) disease management.

A small house with a big impact.

Judges Comments

This is a piece of work that truly makes you stop, think and want to take a closer look. Havas Lynx demonstrated extensive insight gathering through patient interviews, surveys and social media scanning to understand that a) dermatologists do not always see the huge scale of the impact that HS has on patients’ lives and b) how isolating and lonely this condition can be. With patients trapped in their own skin and in their own homes, this single-minded proposition of an unbearable home was a masterstroke concept.

The judges thought the miniature scale was a clever way to drive home key messages—visually learning about the harrowing ways in which many HS patients move through their lives certainly opened their eyes. The booth clearly had a similar effect on delegates, as evidenced by the excellent results that it achieved at congress.

Leveraging insights from their extensive research, they developed a campaign that not only shifted customer perceptions but also created a genuine “a-ha moment” for the judges. By translating personal stories of patients’ daily experiences into tangible representations of the home, they both skilfully raised awareness and evoked a strong emotional response.

“The Unbearable Home” masterfully combines deep insight, imaginative execution and emotive subject matter to create a booth that genuinely compels further exploration. It communicated so viscerally, yet so intricately, staying with the judges long after they saw it. A massive “well done” to everyone involved for this undeniable Gold!

David-Jason Gordon, Cognite

Suicide rates among healthcare professionals are seven times higher than the rest of the population.

Stigma—suppressing important conversations around burnout and mental health—combined with the long hours, dark nights and lack of time with loved ones, leaves 43% of healthcare professionals experiencing moderate to severe levels of stress. This huge, ongoing issue that is amplified during winter, is left to be tackled one layer at a time.

Although the problem isn’t something we can fix overnight, one thing we could do was bring a little light to HCPs, so during the winter solstice, on the darkest night of the year, we showed them how much we appreciate them. We gathered hundreds of personal thank yous and projected them onto hospitals and commuter routes, surprising the HCPs who were ending or just starting their shifts with a timely reminder about the huge difference they make.

Acknowledging the bigger problem is essential to breaking down the barriers that hold healthcare professionals back from seeking help. But on this night, our touching messages showed healthcare workers that they weren’t alone, whilst also bringing attention to one of the darkest problems faced within the healthcare industry.

Gen Z spends an average of 3 seconds looking at a healthcare product’s website—not a lot of time to learn about a product that could change their life.

So HEMLIBRA, a treatment for hemophilia A, decided to redirect their Gen Z audience somewhere else to learn about their product: TikTok. We took important information on our website and recreated it for the platforms they’re on, in a style they love. Why read about dosing options when an 80’s disco performer sings it?

By creating engaging videos, we slipped into their feeds in a way that no healthcare product has before.

Huge Little Moments was built on a powerful insight: better health is measured in moments.

To bring Teva’s purpose—we are all in for better health—to life, we interviewed patients across three countries, uncovering personal moments of regained independence such as a Huntington’s patient holding a spoon again to eat unassisted. These small yet profound acts became symbols of impact, shaping our creative approach.

Through films and office installations, everyday objects brought these stories to life, bridging the gap between purpose and daily work—helping Teva employees worldwide to see and feel the real difference they make every day.